If you’ve never seen a 360 video, you should drop whatever you’re doing and do so now. In fact, take a moment to explore Google’s Beyond the Map project that gives a 360 video tour of Rio during the Olympics.
As illustrated by Google’s 360 video, (or if you’ve seen a 360 video before), you’d know that it takes the immersive experience to a different level: you feel like you’re inside the video because you’re given the ability to look in any direction. Imagine combining this experience to a Facebook Canvas Ad, a full-screen ad experience that brings brands and products to life. Facebook is currently rolling out a new Canvas Ad Feature that allows you to add a 360 video to your Canvas Ad, a capability that is being tested by the Brazilian bank Itau.
360 video isn’t the only new Canvas Ad feature. You can now also link Canvas Ads within a Canvas Ad. The video below by Beats by Dre provides a preview of Canvas Ads linked within another. As soon as users click on the different Beats option, other ad options emerge, encouraging users to explore various products in one sitting.
Beat by Dre, working with PMG, discovered that users spent an average of 39 seconds on the ad, with 73% of the ad viewed.
“With almost a minute in average engagement with the unit, this was the best performing Facebook unit to date when looking at time spent,” said Nick Drabicky, head of agency strategy at PMG.
With these two new features rolling out, advertisers can further explore and push the boundaries of creativity.
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